Kellogg’s partnered with Action for Healthy Kids (AFHK) for the second time to announce the “Share Your Breakfast” program to encourage Americans to help children who might otherwise go without breakfast. Edelman married Kellogg’s strength – breakfasts that help families make the most of each day’s possibilities – with a compelling cause people want to do something about – 1 in 5 American children go to school hungry.

The “Share Your Breakfast” program became successfull by inviting people to share their breakfast virtually. Kellogg’s brought awareness of the problem, offering an easy and actionable way to help.

How it Works: The “Share Your Breakfast” program kicked off during National Breakfast Week, March 2012 with a week of events and the star power of celebrity mom, Monica Potter. Our call-to-action to consumers was simple: first, upload your breakfast photos and descriptions via Twitter, Facebook and the website. For every breakfast shared, Kellogg in turn shared one breakfast with children in need through the AFHK school breakfast grant program – up to our goal of 1 million breakfasts.

Kellogg’s Company employees became ambassadors before National Breakfast Week to help spark the Share Breakfast movement. We were the host for an internal community breakfast at Battle Creek headquarters for employees and Kellogg’s stakeholders.

Edelman provided employees with a “toolkit” of materials to help them engage their own social networks – links to videos, email signatures, etc. Consider internal contest or incentive to encourage employee shares. Our team worked with Kellogg’s Public/Government affairs team to engage members of hunger and education organizations, congressional leaders on hunger and education – encouraging members to join the Share Breakfast movement

Our main goals was to invite opinion leaders, media to join Kellogg’s at DC Powerful Starts breakfast and rally behind cause

With 1,500 – 2,000 placements
We garnered 152-182 MM impressions

Client: Kellogg's
Author: Edelman, Nicole Belopotosky
Date: 08/02/2012